In the TCT book, we observed that big business marketing follows the most solid of iron laws. Due to the systemic pressures of corporate capitalism, the scale and detail of overclass management of personal, off-the-job life (a.k.a. big business marketing) must always grow.
If ever a thesis has been copiously and easily proved, this is it. To wit, the report of the Marketing2020 panel, overseers of “by far the most global and comprehensive CMO research program ever conducted.” According to this panel of experts, here is where current trends will soon take us:
Companies are increasingly enhancing the value of their products by creating customer experiences. Some deepen the customer relationship by leveraging what they know about a given customer to personalize offerings. Others focus on the breadth of the relationship by adding touchpoints. Our research shows that high-performing brands do both—providing what we call “total experience.” In fact, we believe that the most important marketing metric will soon change from “share of wallet” or “share of voice” to “share of experience.”
State-based totalitarians could never dream of getting this far. People wouldn’t tolerate it. But “the market” provides the ultimate cover for the oldest and deepest ill of “civilization,” doesn’t it?